Ten Little’s Big Impact: Inside the Brand Earning Praise from Forbes and Inc
Ten Little is a curated marketplace offering healthy, non-toxic and developmentally appropriate products for children, designed to support every stage of growth while simplifying shopping for parents.
When Fatma Collins and Julie Rogers launched Ten Little on February 20, 2020, they couldn’t have predicted the world would soon shut down. Navigating the chaos of a global pandemic as new moms and first-time founders, they pressed on—introducing a low-top sneaker that would spark a growing children’s e-commerce brand built around one goal: making shopping for kids simple, supportive, and stress-free.
Five years later, Ten Little offers a curated selection of doctor-designed shoes, clothing, toys, and gear, organized by age and developmental stage to meet parents where they are. Their mission—to support healthy development and make parenting easier—has earned them widespread praise, including features in both Forbes and Inc. Magazine.
Collins and Rogers were also named to the 2025 Inc. Female Founders 500, a list recognizing 500 female entrepreneurs who are redefining industries through innovation, grit, and growth. Ten Little’s thoughtful approach to design and distribution is a testament to what’s possible when purpose meets execution.
In their Forbes feature, the founders offered a glimpse into their lives as parents and entrepreneurs, sharing a vetted list of their must-have baby registry picks—items they swear by after raising children of their own.
Forbes-Vetted Picks: Fatma Collins & Julie Rogers’ Must-Have Baby Essentials
Forbes contributors and editors have selected and vetted these products with insights from founders who know the baby and kids space inside and out.
Collins chose the Nest camera over traditional baby monitors for its longevity. “You can use it around your house for security when you no longer need it in your baby’s room,” she notes.
Rogers’ favorite item: “I scheduled lullabies to signal bedtime and white noise overnight. When the light turns green, it’s morning! It helped my kids understand sleep routines before they could tell time.”
3. 7AM Enfant Stroller Warmuffs
“Traditional gloves are a hassle when pushing a stroller,” says Rogers. “These muffs stay attached and let you slide your hands in and out quickly.”
Collins’ inspiration for starting Ten Little: “I ordered seven shoes before I found one that fit. Kids’ feet are not mini adult feet. That’s why we designed shoes to support natural movement—with wide toe boxes and flexible soles—and earned APMA approval.”
Collins relied on this for tough diaper rashes: “Our pediatrician recommended it, and it worked when nothing else did.”
6. Woolino 4-Season Sleep Sack
Rogers’ pick for all-year comfort: “Made with natural materials, it keeps babies at the right temperature and transitions as they grow.”
7. Boogie Micro-Mist Saline Inhaler
“This is a game changer when your baby’s congested—far easier than using saline sprays,” says Rogers.
Rogers calls this all-in-one gear “amazing for travel and taxis—no folding, no waking baby.”
Collins’ parenting truth: “Time is your most valuable resource. A meal delivery gift card gives you that time back.”
10. Ten Little Everyday Baby Booties
“These organic cotton booties are sensory-friendly and tag-free,” says Rogers. “They stayed securely on my daughter’s feet and make a perfect gift.”
What’s Next for Ten Little?
With plans for expansion, Collins and Rogers are focused on getting Ten Little shoes onto more children’s feet across new channels and geographies. Their blend of e-commerce expertise and real-life parenting continues to inform every decision they make—whether it’s product design or registry recommendations.
In a market flooded with baby products, Ten Little stands out for its commitment to quality, developmentally appropriate design, and customer-centric innovation—a big reason why both Forbes and Inc. are spotlighting their work.
Read more on Forbes
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